IDFC Mutual Fund has rolled out a film titled ‘be smart, stay invested’ which keeps in mind the consumer behaviour during the lockdown in India.
Conceptualised by The Minimalist, the film looks at consumer behaviour where purchases are made during sales. It links the market being down now to a discount and asks 'when the market is down too, why isn't investing in your list of to-do'.
Gaurab Parija, head – sales and marketing, IDFC AMC, said, “We commissioned the video jingle keeping in mind that the world in lockdown mode is going through a tough phase and the financial markets are in turmoil. People are worried about the state of their current investments and how they will perform in the future. We wanted to address this concern through the jingle in a light-hearted manner reminding everyone that even though the markets are down, investment opportunities still exist.”
Chirag Gander, co-founder and director, The Minimalist, said, “We wanted to take our three years long and strong partnership with IDFC Mutual Fund to the next level and create a provocative campaign built on the foundation of our years-long understanding of the brand as well as the audience in this sector. We wanted to empathise with the investors in this tough time by understanding their concerns and communicate to them that even though the market is down right now, the right thing to do is keep the spirits high and stay invested."
The film is being strategically targeted to those who are withdrawing their investments across Mumbai, Delhi, Hyderabad, Bangalore, Ahmedabad, Chennai, Kolkata and Surat.